The case study explains how Vodka Cruiser, a brightly coloured vodka-based alcoholic drink, made in Australia by Independent Liquor, a subsidiary of Asahi Breweries, used promoted posts on its Facebook page to engage with fans, carry out live polls, give supporters a chance to have their say and share it with friends.

The case study explains how Vodka Cruiser, a brightly coloured vodka-based alcoholic drink, made in Australia by Independent Liquor, a subsidiary of Asahi Breweries, used promoted posts on its Facebook page to engage with fans, carry out live polls, give supporters a chance to have their say and share it with friends.

The Australian Ready-to-Drink market has been in steady decline since 2008, and while the brand performed well during the summer months, each year it struggled to remain top of mind during the colder months.

Vodka Cruiser required a solution to the annual winter sales decline.

Through its Originals idea the brand put its fans in charge of the production line to bring back a flavour for a limited edition.

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

The top ranked campaign is 'If We Made It' from Newcastle Brown Ale in the US, which offered a digital (and satirical) take on Super Bowl advertising.

Top agency and top network are Droga5 and BBDO Worldwide, respectively.

Coca-Cola was the number one brand, while The Coca-Cola Company was the top-ranked advertiser.

Also included in the report are short case summaries for the category's top campaigns.

3

Mike's Hard Lemonade: Mike's Millionth

Includes video content

Recommended by Warc editors

Trends

Best Practice

MAA Worldwide GLOBES, Gold, 2015

This case study shows how Mike's Hard Lemonade Co., a North American beverage manufacturer, reinvigorated its brand with a big digital campaign based around gaining Facebook likes.

This case study explains how Mike's Hard Lemonade, an American alcopop brand, created a campaign to connect with a millennial audience through 'mikehacking' a play on the trend of lifehacking.

New, increased competition from flavour-focussed brands such as big beer, craft, and spirits, left Mike's trying to fit into the market.

Targeting millennial men, the campaign sought to increase relevance, expand awareness, and boost sales; lifehacks, creative ways to fix unexpected problems, provided a medium to communicate the mindset it shared with its audience.

Getmikehacks.com was built using Tumblr so it could be updated with content in real-time; publishing user-generated content, prizes were awarded to the best hacks.

Original output was tied into the retail experience, as well as target-relevant sites such as Discovery and thechive.com, and partnered with respected hackers within the community.

Average sales increased around 80% compared to the previous period, completed video views reached 529,500 with 1.1m clicks in total; 96% of consumers exposed to mikehacks were more likely to consider the product.

This case study explains how Pimm's, a seasonal summer-time alcoholic drink, trialled a new personality for the brand in the UK: Pukka Pimm's, to be drunk while eating curry.

Being emotionally linked to summertime in British minds gives Pimm's a strategic advantage from May to September, but also a weakness: 80% of sales are tied to a season with unpredictable weather.

An opportunity to weather-proof the brand and provide a reason to drink it year-round was uncovered with the realisation that non-beer drinkers (35% of British drinkers) have few alcoholic options at the curry house.

Through a pop-up diner and PR events featuring Hardeep Singh Kohli, a celebrity chef, comedian and broadcaster, Pukka Pimm's was marketed to fill this occasion gap.

84% of triallists enjoyed the combination of Pimm's and curry and 78% said they would try it again and recommend it to a friend.

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Recent tax rises meant the price of Beam-Suntory's products had increased by 70%, and at the same time Australians were drinking less.

The company wanted to find a drink that would rival beer as a 'sessionable' drink, and settled on Canadian Club (a rye whiskey) mixed with dry ginger - which was not well known, but had a strong core following.

Campaign visuals implied the drink was 'refreshing', and ads were focussed on the 'path to pub', as Beam-Suntory knew most people decided what to drink on the way.

Honing this approach over several years increased sales by over 33% nationally.

10

Pernod Ricard Hong Kong: Chivas 18 - The Scene presents Crowd Crew

Includes video content

Recommended by Warc editors

Trends

Best Practice

PMAA Dragons of Asia, Gold Award & Best in Hong Kong, 2014

This case study describes how Pernod Ricard Hong Kong's whisky brand Chivas returned to its classy film roots to effectively engage its target audience and achieve reappraisal.

To revive the brand and encourage reappraisal, Chivas developed a branded content-led idea with a new, relevant brand 'hero', Chivas18, crowdsourcing its film execution among its target audience of young, discerning, creatively hungry Hong Kongers.

The idea delivered against all objectives, achieving brand reappraisal, image improvement, and sales growth of 20% YoY against a 80% YoY reduction in marketing spend.

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. View Summary

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past. Having previously decided to reduce its television expenditure drastically, Diageo is now planning to ramp up its outlay in a bid to boost frequency among its occasional customers. Suzuki, on the other hand, has continued to invest in this medium, and is now looking at ways to maximize the return from this spending.

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning. View Summary

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning. These include the use of: trendy ingredients; celebrity endorsement; engagement via events and social media; stylish packaging; and exclusivity.

14

Havana Club: Nothing compares to Havana

Includes video content

Recommended by Warc editors

Trends

Best Practice

Cannes Creative Lions, Creative Effectiveness Lions, 2013

This global campaign for Havana Club repositioned the Cuban rum as a "hot" brand in order to increase sales volumes and market share against the market leader, Bacardi. View Summary

This global campaign for Havana Club repositioned the Cuban rum as a "hot" brand in order to increase sales volumes and market share against the market leader, Bacardi. After identifying a lack of saliency, Havana Club embarked on a strategy to market itself as a Cuban cultural icon, by aligning its brand with Cuban music via a feature film, art projects and paid for media including television, consumer magazines and digital. It enabled people to experience Cuban culture through The Havana Club Mojito Embassy, a pop up bar where people experience making their own authentic Cuban mojito. As evidence of its success, this campaign cites results from the Germany, the UK, France, Italy, Canada, Mexico and Belgium, including increased share and sales.

15

Jim Beam: Devils Cut Global Ad Campaign

Includes video content

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Effie Worldwide, Bronze, North America Effies 2013

With this campaign, Jim Beam, a US bourbon whiskey brand, aimed to re-energize the brand and reach new customers at home and abroad. View Summary

With this campaign, Jim Beam, a US bourbon whiskey brand, aimed to re-energize the brand and reach new customers at home and abroad. Towards this end, it launched Devil's Cut, a bourbon extracted from the barrel wood and aged six years. The campaign was multi-channel and global, with the media mix and creative approach tailored according to the local market. Touchpoints used included outdoor, press, sampling, events and promotions. The Devil's Cut launch exceeded volume sales by over 50%, while brand engagement beat the industry average by 27%.

16

Canadian Club: Over beer? How CC became the fastest growing alcohol trademark in Australia

This campaign boosted Canadian Club rye whiskey in a difficult regulatory environment: federal taxes on premixed drinks had been raised 70% by the Australian government. View Summary

This campaign boosted Canadian Club rye whiskey in a difficult regulatory environment: federal taxes on premixed drinks had been raised 70% by the Australian government. The research process involved an element of behavioural economics, which revealed that "priming questions" in the creative would help to drive trial. The creative was therefore based around a question aimed at the "bored" Aussie beer drinker: "Over beer?" The campaign had a small media budget, and included a TV commercial and outdoor ads; the packaging was also refreshed. Following the campaign, Nielsen announced that Canadian Club was officially the fastest growing alcohol trademark in Australia – selling faster than any other alcoholic drink.

The Caesar is a truly Canadian cocktail, unique to this country, powerfully associated with social occasions and the ritual of preparation and consumption. View Summary

The Caesar is a truly Canadian cocktail, unique to this country, powerfully associated with social occasions and the ritual of preparation and consumption. Mott’s Clamato has always been perceived as the only authentic base for the Caesar’s unique savoury flavour. But in 2005, Caesar penetration was declining and it was no longer top of mind even among Caesar lovers. This case shows how a great insight about the contagious appeal of the Caesar kicked Mott’s Clamato sales up a notch and drove sustained growth in a declining category. In the first year of our campaign, it grew 8% vs. the previous year, reversing a prior decline. In the second year, they grew another 2%, while the rest of the category declined.

When VEX was first launched in 1999, its mission was to surpass Mike's Hard Lemonade (the established category leader) with a unique formula: bold packaging, flavour innovation, a six-pack format and an 'edgy' brand character. View Summary

When VEX was first launched in 1999, its mission was to surpass Mike's Hard Lemonade (the established category leader) with a unique formula: bold packaging, flavour innovation, a six-pack format and an 'edgy' brand character. By 2004, however, its category was largely stagnant. In response, VEX launched a number of new flavours, and used new, suggestive creative to reinforce its brand character. As a result of the campaign, it moved up into the top three spirit cooler brands, and led the category among established brands in terms of volume growth, which increased by 24.69%, exceeding the 20% volume growth target goal set at the initiation of the campaign.

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany. In an effort to improve perceptions of the brand, and communicate its 'spending time with friends' and 'having fun', the promotion included a 'pimp your hand cart' contest alongside a number of other events targeted at consumers and the trade, with sales improving by over 20% year on year.

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. View Summary

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. Boomerang is a malt-based drink with fruit flavours such as lemon. It started well, but soon began to lose share. Three years after its arrival, it was hanging by a thread. Therefore, they then gave the Vodkice name priority over Boomerang-and put in motion a complete image makeover guided by words like, zen, clean, fresh, minimalist, beautiful, innovative, sensual, sophisticated, accessible. This involved a multi-media launch via TV, Transit, Interactive, Restaurants, Washrooms, and Bars, supported by Public Relations-all with the new sense of style. Boomerang sales had been declining at over 40% a year, and they exploded upwards. Vodkice itself was as big as the entire franchise had been in the base year, and together with Lemon, the franchise was completely turned around, with growth at +36%.

Campaign in 1999 by Euro RSCG Wnek Gosper for Hooper's Hooch, an `alcopop'. Challenge: to re-establish brand as a legitimate alcoholic drink, after the negative publicity about alcopops, and get away from `sweet' image. View Summary

Campaign in 1999 by Euro RSCG Wnek Gosper for Hooper's Hooch, an `alcopop'. Challenge: to re-establish brand as a legitimate alcoholic drink, after the negative publicity about alcopops, and get away from `sweet' image. Media: TV and print. Successfully repositioned brand as an `adult' drink.

22

Bacardi Breezer: 'I'm telling you that's the way it happened' - How 'True Stories' created a category and transformed a company

This case study (1998) examines how the introduction of Bacardi Breezer into the UK market changed a company's culture and, additionally, created a new market sector and changed a local economy. View Summary

This case study (1998) examines how the introduction of Bacardi Breezer into the UK market changed a company's culture and, additionally, created a new market sector and changed a local economy. The market for coolers did not exist in the UK and Breezer was launched in Tyne-Tees in 1993, doing so well that the national launch was planned for spring 1994. The first ad campaign was not as successful as hoped, consumer response less than positive, so a role had to be found for the brand which was subsequently found to be competing in the beer market. TV and radio advertising were used that introduced the product as innovative and cutting-edge. Sales went up by 440%. Econometric modelling shows a direct link between the use of advertising and the success.

23

A short history of alcopops

Includes video content

Recommended by Warc editors

Trends

Best Practice

Tony Scouller, Admap, March 1997

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing. View Summary

Discusses the development of and the future prospects for the `alcopops' market. What the product is, how it started, who is drinking it, how it may be changing habits, who is competing. The market is enormous and growing. The author believes that there is a long-term market, in tune with the changing drinking habits and requirements of the younger generation.

New Bacardi brand launched in 1994, successful, but fundamentally repositioned in 1995 to compete in more dynamic sector of premium packaged lagers and ciders. View Summary

New Bacardi brand launched in 1994, successful, but fundamentally repositioned in 1995 to compete in more dynamic sector of premium packaged lagers and ciders. Rationale for this risky decision discussed. TV plus radio campaign, 1995; radio used, unusually, aligned with weather forecast to air when expected to be hot. Evaluation: off-trade sales increases; sales after summer 1995 outstrip distribution gains; rate of sale per distribution point related to advertised periods, showing more sustained effect into 1996; sales shown to be affected by weather but also by advertising (when weather the same and advertising the only changing variable). Appearance of `alcopops' did not help the brand. Pricing and other variables also discounted. Payback estimate within first year (originally expected to take 3 years). Awareness, campaign impressions, brand and company image all increased with advertising (Millward Brown).

Describes the launch of Shakers Cocktails in 1982, with its first television campaign, and its performance during its first year of national distribution (1982-3). View Summary

Describes the launch of Shakers Cocktails in 1982, with its first television campaign, and its performance during its first year of national distribution (1982-3). The cocktail boom in the early 1980s suggested to Hedges & Butler an opportunity to introduce a U.S. idea, the pre-mixed cocktail. In 1979, a rolling programme of qualitative research was undertaken, followed by testing of some 40 varieties, and then more thorough testing of a short list which confirmed the target (younger C1C2 women) and the opportunity for a take-home product. The final range had four product versions. Tested in 1981 on a national test panel of Bass Group pubs and off-licences. National launch set for 1982. Advertising support on television, to build awareness fast with a dynamic execution. All marketing and advertising objectives were met. The media plan enabled the advertising effect to be assessed by comparing advertised and non-advertised areas. This comparison shows differences in brand and advertising awareness (Marplan), rate of sale and volume sales (Stats MR); these patterns were reversed when the advertising support was switched between areas.